TEDxMemphis
Elizabeth Cawein: How to build a thriving music scene in your city
伊丽莎白 · 卡文: 如何建立一个欣欣向荣的音乐城市？
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一个城市如何成为“音乐之城”？公关人士伊丽莎白 · 卡文解释了蓬勃发展的音乐场景如何让城市更健康，更快乐，并分享了支持当地音乐界的想法——向全世界展示你所在城市的才华。
Elizabeth Cawein - Publicist, strategist and music advocate
Elizabeth Cawein is dedicated to the belief that smart cities are music cities. Full bio
Elizabeth Cawein is dedicated to the belief that smart cities are music cities. Full bio
Double-click the English transcript below to play the video.
00:12
Each of these songs
represents a scene, a movement,
represents a scene, a movement,
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这里的每首歌都
代表一个场景、一场运动，
代表一个场景、一场运动，
00:16
in some cases, a sonic revolution
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某些情况下还是一次音乐革命，
00:18
that completely altered
the course of popular music.
the course of popular music.
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完全改变了流行音乐的演变轨道。
00:22
They're all also calling cards,
almost, for those cities,
almost, for those cities,
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它们同时也都是这些城市的名片，
00:26
songs totally linked
with their city's identity,
with their city's identity,
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每一首歌都与城市的特性紧密相连，
00:28
and it might be why you probably
consider them to be music cities.
consider them to be music cities.
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这很可能就是大家称某些城市
为音乐之城的原因。
为音乐之城的原因。
00:33
Now, the magical mythical thing,
the thing we kind of all love
the thing we kind of all love
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这个既神奇又神秘的现象使我们为之
00:37
about stories like these
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痴迷的原因在于,
00:38
is that those cities weren't doing
anything in particular
anything in particular
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这些城市并没有做任何特别的努力，
00:42
to make those moments happen.
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就达到了这样的效果。
00:45
There's no formula for capturing
lightning in a bottle.
lightning in a bottle.
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世上并不存在“捕捉灵感”的公式。
00:48
A formula didn't give us grunge music
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公式不会带给我们油渍摇滚，
00:51
or introduce Tupac to Dr. Dre,
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也没法让Dr. Dre认识Tupac，
00:53
and there's definitely no blueprint
for how to open your record business
for how to open your record business
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不存在任何能指导你在南孟菲斯市
00:57
in a South Memphis neighborhood
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开展唱片生意的蓝图，
00:59
that, turns out,
is home to Booker T. Jones,
is home to Booker T. Jones,
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那里正是布克 · T · 琼斯，
01:02
William Bell and Albert King.
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威廉 · 贝尔和艾尔伯特 · 金的家乡。
01:05
So this is just something
that happens, then, right?
that happens, then, right?
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那么看上去这种现象完全是
偶然发生的，对吗？
偶然发生的，对吗？
01:08
When the stars perfectly align,
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若天时地利，
01:10
great music just happens.
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伟大的音乐就会诞生。
与此同时，纽约和
纳什维尔又大量产出
纳什维尔又大量产出
01:13
And in the meantime,
New York and Nashville
New York and Nashville
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我们在收音机里常听到的曲子，
01:16
can churn out the hits
that come through our radios,
that come through our radios,
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这些曲子定义了我们这一代人，
01:18
define our generations
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01:19
and soundtrack our weddings
and our funerals
and our funerals
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成为我们婚礼和葬礼的背景音乐，
充斥着我们的人生。
01:22
and everything in between.
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01:25
Well, I don't know about you,
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我不知道你们怎么看，
01:26
but the very idea of that
is just deadly boring to me.
is just deadly boring to me.
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但这种看法对我来说
简直无趣至极。
简直无趣至极。
01:30
There are musicians all around you,
making powerful, important music,
making powerful, important music,
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我们身边那么多音乐家创作了
振奋人心，举足轻重的音乐，
振奋人心，举足轻重的音乐，
同时得益于网络的无限可能性，
01:36
and thanks to the internet
and its limitless possibilities
and its limitless possibilities
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创作人创作音乐，
01:39
for creators to create music
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粉丝们发现音乐，
01:41
and fans to discover that music,
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那些代表时代精神的音乐
不需要那些在高楼大厦中
不需要那些在高楼大厦中
01:44
those zeitgeist songs
don't have to be handed down to us
don't have to be handed down to us
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济济一堂的唱作人们
宣布发表之后
宣布发表之后
01:48
from some conference room
full of songwriters
full of songwriters
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01:50
in a corporate high-rise.
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我们才知道。
01:53
But also, and more importantly,
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但同时，更重要的是，
我们无法决定
这就是偶然发生的事情，
这就是偶然发生的事情，
01:56
we can't decide that it's just
something that happens,
something that happens,
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01:59
because music is about
so much more than hits,
so much more than hits,
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因为音乐的意义远不止是畅销榜单，
02:03
those big, iconic moments
that change everything.
that change everything.
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不止是那些重大的、标志性的，
改变世界的时刻。
改变世界的时刻。
02:07
It's more than just entertainment.
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它也不止是娱乐。
02:09
For so many of us,
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对于我们很多人来说，
02:11
music is truly a way to navigate life.
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音乐真的可以为人生指路。
02:16
A means of self-expression, sure,
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诚然，它是一种表达自我的方式，
02:17
but it also helps us find our self-worth
and figure out who we are.
and figure out who we are.
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但它也帮我们找到了
自我价值，并认识自我。
自我价值，并认识自我。
02:22
It connects us with other people
as almost nothing else can,
as almost nothing else can,
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几乎没有其它事物能像音乐一样
把人们彼此连接起来，
把人们彼此连接起来，
02:26
across language barriers,
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能够突破语言界限，
02:28
across social and cultural
and economic divides.
and economic divides.
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突破社会阶层、文化隔阂、经济体制。
02:31
Music makes us smarter
and healthier and happier.
and healthier and happier.
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音乐使我们更加聪明、健康、快乐。
02:37
Music is necessary.
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音乐是必不可少的。
02:40
What if you lived in a city
that believed that,
that believed that,
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如果你所生活的城市相信这一点，
02:43
that said, "We're not waiting
for that hit song to define us.
for that hit song to define us.
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“我们不等着一首
热门歌曲来定义我们。
热门歌曲来定义我们。
02:47
We're a music city
because music is necessary."
because music is necessary."
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我们是一个音乐之城，
因为音乐是必需的。”
因为音乐是必需的。”
02:53
By seeing music as necessary,
a city can build two things:
a city can build two things:
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通过将音乐看作一个必需品，
一座城市可以打造两样东西：
一座城市可以打造两样东西：
02:57
first, an ecosystem to support
the development of professional musicians
the development of professional musicians
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第一，一个能够支持
职业音乐人和音乐产业发展的
职业音乐人和音乐产业发展的
03:02
and music business;
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生态系统；
第二，一群颖悟的、热情的
听众来支持音乐人。
听众来支持音乐人。
03:04
and second, a receptive and engaged
audience to sustain them.
audience to sustain them.
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03:09
And those are the two critical
elements of a music city,
elements of a music city,
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这是作为音乐之城的
两个关键因素，
两个关键因素，
城市的领导者认识到音乐
03:13
a city whose leaders recognize
the importance of music
the importance of music
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03:17
for our development as individuals,
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对我们的个人发展，
03:20
our connection as a community
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社区凝聚力，
03:22
and our viability
as a vibrant place to live.
as a vibrant place to live.
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以及一个生机勃勃的
生活环境的重要性。
生活环境的重要性。
03:26
See, smart cities, music cities,
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众所周知，智慧之城，音乐之城，
03:28
know that thriving nightlife,
a creative class, culture
a creative class, culture
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懂得繁华的夜生活，
有创造力的阶层和文化
有创造力的阶层和文化
会吸引有才华的年轻人
来到这个城市。
来到这个城市。
03:33
is what attracts young,
talented people to cities.
talented people to cities.
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03:37
It's what brings that lightning.
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灵感也随之而来。
03:40
And no, we can't predict
the next egg that will hatch,
the next egg that will hatch,
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然而，我们无法预测
哪颗蛋下一个破壳，
哪颗蛋下一个破壳，
但我们可以将城市
打造成一个孵化器。
打造成一个孵化器。
03:45
but we can create a city
that acts like an incubator.
that acts like an incubator.
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03:48
To do that, first,
we've got to know what we've got.
we've got to know what we've got.
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为此，我们首先
需要知道我们有什么。
需要知道我们有什么。
这就需要我们认清并量化资本。
03:51
That means identifying
and quantifying our assets.
and quantifying our assets.
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我们需要对它们了如指掌，
03:55
We need to know them backward and forward,
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从它们是什么，从哪儿来，
到给经济带来怎么样的影响。
到给经济带来怎么样的影响。
03:57
from who and what and where they are
to what their impact is on the economy.
to what their impact is on the economy.
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04:01
Let's count our recording studios
and our record labels,
and our record labels,
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我们还要算上录音棚和唱片公司，
04:04
our historic landmarks
and our hard-core punk clubs.
and our hard-core punk clubs.
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名人古迹和硬核朋克酒吧。
我们每月有多少免费爵士夜，
每周有多少民乐表演，
每周有多少民乐表演，
04:07
We should count monthly free jazz nights
and weekly folk jams,
and weekly folk jams,
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04:11
music schools, artist development,
instrument shops,
instrument shops,
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音乐学院，艺术培训机构，乐器店，
04:15
every lathe and every luthier,
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每张乐器加工车床，
每一位乐器师，
每一位乐器师，
04:17
music museums open year round
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全年开放的音乐博物馆，
一年一度的周末音乐节。
04:21
and music festivals
open just one weekend a year.
open just one weekend a year.
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04:25
Now, ideally through this process,
we'll create an actual asset map,
we'll create an actual asset map,
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理想的情况下，通过这个过程，
我们会创建一个资本地图，
我们会创建一个资本地图，
标记每一个地方，
04:28
dropping a pin for each one,
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能够让我们认清现有的资源，
04:30
allowing us to see exactly what we've got
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并且看到一个自然而然的
发展趋势已经开始形成。
发展趋势已经开始形成。
04:33
and where organic momentum
is already happening.
is already happening.
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04:36
Because it's not enough
to paint in broad strokes here.
to paint in broad strokes here.
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因为我们不可以一带而过。
04:39
When it comes to specific support
for music locally
for music locally
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当谈起对本地音乐的具体支持
04:42
and a broad understanding
of a music brand nationally,
of a music brand nationally,
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和对全国性音乐品牌的广泛认知时，
你必须要有收支模式。
04:46
you've got to have the receipts.
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04:49
Next, we'll need
to identify our challenges.
to identify our challenges.
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接下来，我们需要识别面临的挑战。
04:52
Now, it's important to know
that, for the most part,
that, for the most part,
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在多数情况下，
我们需要认清的是
我们需要认清的是
这并非叫我们反向重复第一步，
04:55
this won't be just
the opposite of step one.
the opposite of step one.
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04:58
We won't gain a whole lot
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若仅仅考虑我们的地图里
缺了什么，得到的
信息是十分有限的。
信息是十分有限的。
04:59
by simply thinking
about what's missing from our map.
about what's missing from our map.
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05:03
Instead, we need to approach this
more holistically.
more holistically.
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相反，我们需要一个更全面的途径。
05:06
There are lots of music venues on our map.
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在地图上有很多音乐场馆。
这很棒。
05:08
Awesome.
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但它们运营得艰难吗？
05:09
But are they struggling?
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我们是否有一个场馆阶梯，
05:11
Do we have a venue ladder,
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也就是说，一个在
咖啡厅驻唱的音乐人
咖啡厅驻唱的音乐人
05:13
which just means, can an artist
starting out at a coffee house open mic
starting out at a coffee house open mic
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可以看到从在一个
25座的咖啡店表演，
25座的咖啡店表演，
05:18
see a clear path for how they'll grow
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到在一个上百座的房间中登台的
清晰的成长空间吗？
清晰的成长空间吗？
05:20
from that 25-seat room
to a hundred-seat room and so on?
to a hundred-seat room and so on?
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05:24
Or are we expecting them to go
from a coffeehouse to a coliseum?
from a coffeehouse to a coliseum?
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又或者我们期待他们从咖啡店
直接发展到能在体育馆开演唱会？
直接发展到能在体育馆开演唱会？
05:29
Maybe our challenges lie
in city infrastructure:
in city infrastructure:
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也许我们的挑战在于
城市的基础设施：
城市的基础设施：
05:32
public transportation, affordable housing.
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公共交通，可负担的住房。
05:35
Maybe, like in London,
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可能吧，比如在伦敦，
05:37
where the number of music venues
went from 400 in 2010
went from 400 in 2010
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2010年，有大约400个音乐场所，
到2015年仅剩了100个，
05:42
to 100 in 2015,
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05:44
we need to think about
protections against gentrification.
protections against gentrification.
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我们需要思考对抗
社区高档化的措施。
社区高档化的措施。
05:48
The mayor of London,
in December of last year,
in December of last year,
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去年12月，伦敦市市长
05:50
actually added something called
the "Agent of Change" principle
the "Agent of Change" principle
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将一个叫做“变革推动者”的准则
加入了城市的综合发展计划。
05:54
to the city's comprehensive plan.
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顾名思义，
05:56
And the name says it all.
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05:57
If a real-estate developer
wants to build condos
wants to build condos
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如果房地产商想在
06:00
next to an existing music venue,
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一个音乐场所旁兴建住房，
06:02
the developer is the agent of change.
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房地产商就是变革推动者。
06:05
They have to take the necessary steps
for noise mitigation.
for noise mitigation.
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他们需要采取必要的
措施来减轻噪音。
措施来减轻噪音。
06:09
Next, and this is a very big one,
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下一步，也是非常重要的一点，
06:11
we need leadership,
and we need a strategy.
and we need a strategy.
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我们需要领导力，也需要策略。
06:14
Now we know there's a lot
of magic in this mix:
of magic in this mix:
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我们还需要一点魔力：
06:17
a lot of right people,
right place, right time.
right place, right time.
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天时、地利、人和。
06:20
And that will never stop being
an important element
an important element
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在音乐的制作中，
06:22
of the way music is made,
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这些永远都是必不可少的，
06:24
the way some of the best,
most enduring music is made.
most enduring music is made.
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一些最好的音乐作品
就是这样诞生的。
就是这样诞生的。
06:28
But there cannot be a leadership vacuum.
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但是不能缺少领导力的支持。
06:32
In 2018, thriving music cities
don't often happen
don't often happen
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2018年，充满朝气的
音乐城市虽不常见，
音乐城市虽不常见，
但也不会偶然的出现。
06:35
and don't have to happen accidentally.
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06:38
We need elected officials
who recognize the power of music
who recognize the power of music
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我们需要当选的政客来
认识到音乐的力量
认识到音乐的力量
并提升具有创造力的声音，
06:43
and elevate the voices of creatives,
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他们已经开展了一项策略。
06:45
and they're ready to put
a strategy in place.
a strategy in place.
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在音乐城市里，无论是
柏林，巴黎，还是波哥大，
柏林，巴黎，还是波哥大，
06:48
In music cities,
from Berlin to Paris to Bogotá,
from Berlin to Paris to Bogotá,
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音乐顾问委员会
06:51
music advisory councils
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06:53
ensure that musicians
have a seat at the table.
have a seat at the table.
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应保证音乐人在其中
占有一席之地。
占有一席之地。
06:56
They're volunteer councils,
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他们是义务委员会，
与市政厅的指定倡导者
06:58
and they work directly
with a designated advocate
with a designated advocate
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07:00
inside of city hall
or even the chamber of commerce.
or even the chamber of commerce.
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或商业委员会一起工作。
07:04
The strongest strategies will build music
community supports like this one inward
community supports like this one inward
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最强战略是对内支持音乐群体，
07:09
while also exporting music outward.
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同时也向外输出音乐。
07:11
They go hand in hand.
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二者缺一不可。
07:13
When we look inward, we create that place
that musicians want to live.
that musicians want to live.
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向内部看，我们开辟了
一片音乐人的乐土。
一片音乐人的乐土。
向外部看，
07:17
And when we look outward,
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我们为其开创了事业发展的机会，
07:18
we build opportunities for them
to advance their career
to advance their career
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07:21
while also driving attention
back to our city
back to our city
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同时也提升了城市的知名度，
07:24
and leveraging music
as a talent-attraction tool.
as a talent-attraction tool.
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并且用音乐来吸引人才。
07:28
And here's something else
that will help with that:
that will help with that:
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还有一点可以帮助我们：
07:30
we've got to figure out who we are.
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我们需要搞清楚我们是谁。
07:33
Now, when I say Austin,
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当我提起奥斯汀市，
07:35
you probably think "live music capital."
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你可能会想到“现场音乐之都”。
为什么？
07:38
And why?
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07:39
Because in 1991, leadership in Austin
saw something percolating
saw something percolating
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因为在1991年，奥斯汀的领袖们
通过城市已有的资本，
通过城市已有的资本，
07:44
with an existing asset,
and they chose to own it.
and they chose to own it.
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看到了些渗透性的东西。
通过认识到市场动力，
指出并拥有它，
指出并拥有它，
07:48
By recognizing that momentum,
naming it and claiming it,
naming it and claiming it,
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毫无疑问，一个又一个
现场音乐场馆诞生了，
现场音乐场馆诞生了，
07:51
they inevitably caused
more live music venues to open,
more live music venues to open,
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07:54
existing spaces to add
live music to their repertoire,
live music to their repertoire,
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已存在的场馆将现场音乐
加入它们的节目单中，
加入它们的节目单中，
围绕这个想法，他们
获得了大众的支持，
获得了大众的支持，
07:58
and they created a swell
of civic buy-in around the idea,
of civic buy-in around the idea,
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08:01
which meant that it wasn't just a slogan
in some tourism pamphlet.
in some tourism pamphlet.
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意味着这已经不仅仅是
印在旅游宣传册里的口号，
印在旅游宣传册里的口号，
而是当地人真正开始相信
并为之自豪的东西。
并为之自豪的东西。
08:05
It was something that locals really
started to believe and take pride in.
started to believe and take pride in.
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08:10
Now, generally speaking,
what Austin created
what Austin created
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整体来讲，奥斯汀所创造的
是围绕资产的故事。
08:13
is just an assets-based narrative.
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当我们回想第一步，
08:16
And when we think back to step one,
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08:18
we know that every city
will not tick every box.
will not tick every box.
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我们知道每一个城市不可能
完全符合所有条件。
完全符合所有条件。
08:21
Many cities won't have
recording studios like Memphis
recording studios like Memphis
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很多城市并不像孟菲斯
那样有很多录音棚，
那样有很多录音棚，
或者像纳什维尔一样
有许多作曲人和发行商,
有许多作曲人和发行商,
08:25
or a songwriter and publishing
scene like Nashville,
scene like Nashville,
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但这都不是绝对因素。
08:28
and that's not a dealbreaker.
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08:30
We simply have to find the momentum
happening in our city.
happening in our city.
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我们只是需要去
感受我们城市的动态。
感受我们城市的动态。
与其他地方相比，
我们独特的财富是什么？
我们独特的财富是什么？
08:33
What are our unique assets
in comparison to no other place?
in comparison to no other place?
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08:40
So, if all of that sounds like something
you'd like to happen where you live,
you'd like to happen where you live,
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如果所有这一切听起来都是
你想在身边看到的场景，
你想在身边看到的场景，
那么你可以从三件小事做起：
08:45
here are three things you can do
to move the needle.
to move the needle.
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首先，你可以带上
你的双脚，耳朵和钱包
你的双脚，耳朵和钱包
08:48
First, you can use your feet,
your ears and your dollars.
your ears and your dollars.
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08:52
Show up. Be that receptive
and engaged audience
and engaged audience
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去看演出，当那名热情投入的观众，
08:55
that is so necessary
for a music city to thrive.
for a music city to thrive.
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这是音乐城市蓬勃发展的关键。
08:59
Pay a cover charge.
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付点服务费，
09:00
Buy a record.
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买张唱片。
与朋友一起发现新的音乐。
09:01
Discover new music,
and please, take your friends.
and please, take your friends.
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09:05
Two, you can use your voice.
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第二，你可以利用你的声音。
09:07
Buy into the assets-based narrative.
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为这些基于资产的故事买单。
09:10
Talk about and celebrate
what your city has.
what your city has.
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谈论并且庆祝你城市的资产。
09:14
And three, you can use your vote.
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第三，你可以将你的选票
09:17
Seek out leadership that doesn't
just pay lip service to your city's music,
just pay lip service to your city's music,
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投给那些不只是空谈城市音乐，
而是能真正认识到它的力量，
09:21
but recognizes its power
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09:22
and is prepared to put a strategy in place
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并准备好推行相关政策，
去提升音乐，让它成长，
建立合作伙伴关系的政治家。
建立合作伙伴关系的政治家。
09:25
to elevate it, grow it
and build collaboration.
and build collaboration.
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09:29
There really is no telling
what city could be defined
what city could be defined
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在接下来的10年里，
我们不知道哪一所城市
会被一个场景或一首歌定义，
会被一个场景或一首歌定义，
09:33
by a certain scene or a certain song
in the next decade,
in the next decade,
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但尽管我们无法预测，
09:37
but as much as we absolutely
cannot predict that,
cannot predict that,
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09:40
what we absolutely can predict
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可以确定的是，
09:43
is what happens
when we treat music as necessary
when we treat music as necessary
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当我们将音乐看作是必需品，
并努力打造音乐城市时会发生什么。
09:46
and we work to build a music city.
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那正是我想生活的地方。
09:49
And that is a place where I want to live.
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09:51
Thank you.
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谢谢。
（掌声）
09:53
(Applause)
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ABOUT THE SPEAKER
Elizabeth Cawein - Publicist, strategist and music advocateElizabeth Cawein is dedicated to the belief that smart cities are music cities.
Why you should listen
Elizabeth Cawein founded Signal Flow Public Relations, a boutique media firm dedicated to serving the Memphis music industry, in 2011. Her portfolio of clients includes the Memphis Music Hall of Fame, The Recording Academy, Royal Studios and more. In 2014, she dreamed up and launched Music Export Memphis, a nonprofit that leverages public and private support to function as an export office for Memphis music, creating opportunities for musicians and driving economic development through music and culture.
Cawein is an adjunct professor of music publicity at the University of Memphis. In 2015 she was honored by the British Council at its Education UK Alumni Awards, and in 2016 the Greater Memphis Chamber selected Signal Flow PR as one of its "10 to Watch" companies in 2017. Cawein has moderated panels at international music conference SXSW and has presented showcases at Folk Alliance International, SXSW and AmericanaFest.
Elizabeth Cawein | Speaker | TED.com